In an exclusive POV for MediaBrief, , and , explore how the Hyrox fitness phenomenon signals a broader wellness shift in India. They unpack how protein has emerged as the country’s new health currency, driven by nutrition awareness, digital influence, and aspirational lifestyles—and share what brands must do to move from hype to holistic wellness leadership.

I f your Instagram feed has been buzzing with sweaty clips of urban professionals flipping tyres and sprinting through obstacle zones, you’ve seen the Hyrox craze —the global fitness competition that’s just landed in India. But beyond the spectacle, Hyrox is a cultural marker: proof that wellness is no longer niche. And at the heart of this shift sits one nutrient now dominating Indian conversations, shopping baskets, and big CPG

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